Using sport for corporate social responsibility (CSR) in Finland

2015

Companies are increasingly valued beyond their capability to maximize profits. Responsibility is one of the core issues in companies’ strategies nowadays. Meanwhile sport and health professionals are facing challenges: inactivity among people and costs in grassroots participation are growing. Therefore, the relationship between sport and business around the phenomenon called corporate social responsibility (CSR) has grown in importance. This study approaches the topic by answering the main research question: What is the role of sport in Finnish companies’ CSR strategy? To answer the research questions, qualitative research using data from structured e-mail interviews was conducted. The data…